In the unending debate about which medium works better, the frequent response is that each medium works in a uniquely different way. With direct response advertising, only one criterion matters: which one can garner the most or the fastest consumer response?
Through continuous tracking of response to print and television ads which carry specific 1-800 numbers, we can compare the abilities of different magazine, newspaper and TV ads in generating customer calls for our direct response clients. By modeling the impact of a single advertising on direct response, we can compare the speed at which different vehicles within a medium generate response.
Symposium: 2003: Cambridge, Massachusetts, Session 1 - Advertising Effects
Authors: Bahary, Judy, Hughes, Doug, Uyenco, Beth
Organisations: Starcom Worldwide
Topics: Advertising Effects, Fusion and Modelling, Inter-media Comparison